Why 2025 was the year Britain stopped switching off

New analysis looking back at internet use across 2025 highlights how the UK has entered a new era of constant connectivity, with demand staying high throughout the year and no longer dropping during traditionally quieter periods.

Data from Zen Internet shows that average internet traffic across its network rose by 21%, with usage remaining consistently high week after week – (even during the summer months when online activity has historically dipped) reflecting how streaming, entertainment, gaming, software updates and everyday online activity are now firmly embedded in daily life.

Unlike in previous years where there had been a handful of standout moments, the data also shows being online has become a near-constant backdrop to daily life with demand staying consistently high.

Live football streaming still leads the biggest surges

Live football continued to drive the busiest moments online, with major fixtures and tournaments regularly triggering sharp surges in activity. Matches in the UEFA Champions League repeatedly coincided with new traffic records, while the Lionesses’ Euros final in July drove an 11% jump in overall internet use compared with the previous day.

Streaming platforms also played a central role, with evenings featuring live sports or major releases regularly emerging as the busiest periods of the week. These patterns underline how on-demand and live streaming now firmly sit at the heart of how people spent their time online.

Unlike earlier years, many major news events did not trigger dramatic one-off surges to the same extent as in previous years, suggesting that staying informed online is now part of everyday behaviour rather than something reserved for key moments. However, select global events still promoted visible increases in activity, including the death of Pope Francis and the inauguration of the US President, particularly across trusted news and social platforms.

Gaming and software updates were less frequent drivers of peaks than in the past, but when major releases or updates did occur, they created short, intense bursts of demand, reflecting how digital downloads have become larger and more data heavy. In one case, traffic linked to a major software update increased by several hundred per cent compared with normal levels for that platform.

No more ‘quiet’ periods online

One of the most striking findings from 2025 was the lack of a traditional slowdown. Internet use remained elevated throughout the year, including during school holidays and summer months, suggesting that being online is no longer tied to workdays or specific events.

Even major news moments that might once have caused dramatic spikes now sit on top of an already busy baseline, pointing to a shift where staying connected and informed online has become habitual rather than occasional.

John Lyons, Technology Director at Zen, commented: “What we’re seeing now is that internet bandwidth demand rarely switches off. Even outside of major events, usage stays consistently high, and when something big does happen, it’s layered on top of an already busy network. As Zen turns 30, it really brings into focus how much being online has become part of everyday life, and why resilience and long-term investment in networks matter more than ever.”

The findings come as Zen marks 30 years as one of the UK’s longest-standing independent internet service providers. Over that time, online behaviour has shifted dramatically, from occasional dial-up connections to an always-on service that supports work, entertainment, and communication throughout the day.